The luxury industry is still pouring money into “Wow Moments.” The data says it’s a terrible investment. Even more so for HNW and UHNW clients. Gartner found that delighting customers with one singular Wow Moment has surprisingly low impact on retention, despite the significantly higher operational cost. But the most damning statistic may be this: 98% of companies invest in delight programs that drive only 2% of total brand loyalty. The remaining 98% of brand loyalty is driven by a coherent,...

When HNW and UHNW clients come to us about event design, they have already made one decision: the event is a brand extension. Our job is not to plan it, our job is to architect the experience so precisely that the people in the room walk away behaviorally different from when they walked in. That is a fundamentally different design problem. And it requires a fundamentally different model. Here is how our approach compares to what the market is currently offering: The market still treats HNW...

My morning routine is pretty consistent. After my first coffee (absolutely essential, non-negotiable) I normally take about fifteen minutes to sketch out my LinkedIn post for the day. I’ve been thinking about writing this post for some time. As I scroll through my LinkedIn feed, it strikes me that 90% of the content I see could be characterized as “What”. In my world of luxury and ultra-luxury, there is a diverse range of thought leadership around the problems facing luxury today, what...